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 | | Marketing Management with InfoTrac College Edition by Michael R. Czinkota, Masaaki Kotabe ISBN-10: 9780324022032 ISBN-10: 0-324-02203-4 ISBN-13: 9780324022032 ISBN-13: 978-0-324-02203-2 Hardcover 2000-05-23 South-Western College Pub Find Lowest Price |
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Product Description A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand. | ||